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Political Consumption on Social Media in Portugal: Influence on political opinions and support for social movements
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Autores
Orientador(es)
Resumo(s)
Social media has become a substantial communication channel for obtaining political
information, transforming the way in which this information is obtained and creating
dynamics of interaction between politics, technology, and citizens. This study investigates how
Portuguese people use social media to consume political content and how this consumption
can influence their political opinions and their support for social movements. The study was
conducted using a qualitative methodological approach, using interviews with active
consumers of political content on social media and netnographic analyses of two movement
pages. The results showed that social media can influence the formation of political opinions,
but there are also other factors such as family, education, or personal experiences. In addition,
social media is seen as a key tool for amplifying social movements and mobilizing people,
although the sharing of radical actions by movements can condition support for causes and
their legitimacy. This study thus contributes to exploring political consumption on social media
in the Portuguese context, offering an insight into the impact of this consumption on political
participation and public opinion. Finally, recommendations for future studies are offered, in
order to have a more longitudinal and in-depth view of political consumption on social media
in Portugal.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Political consumption Social media Digital political activism Consumer Culture Theory Social movements SDG 4 - Quality education SDG 11 - Sustainable cities and communities SDG 13 - Climate action SDG 16 - Peace, justice and strong institutions SDG 17 - Partnerships for the goals